Guide: Mobile Business Strategy Basics


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Mobile computing is transforming how customers and employees interact with your business. Both expect increasingly innovative and seamless experiences on the device of their choice. While mobile adoption in the enterprise is maturing, guidance is needed to help business and IT leadership innovate business processes, get an edge on their competition, and produce lasting results.

Download the Guide to Mobile Engagement for best practices and success tips for delivering engaging and frictionless experiences to your customers and users across your organization.

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Guide: Mobile Business Strategy Basics

  2. 2. The explosion of mobile computing has fundamentally changed how we interact with the world around us. Devices and apps are getting smarter. Mobile capabilities like GPS combined with customer data and analytics, are adding context and intelligence to mobile experiences. Mobile is the single largest disrupter and enabler to hit the enterprise since Web 2.0 and is becoming the primary platform for business and customer interactions. With the power of cloud, social, and mobile, everything is now at your customers’ fingertips, resulting in higher expectations and less patience with unsatisfactory or inconvenient experiences. BY 2017 More than just an emerging channel for marketing, Business and IT leaders across the enterprise are rethinking what mobile means for them, and beginning to reimagine their businesses with mobile engagement at the center. HOW DO ORGANIZATIONS FACILITATE NEW FORMS OF ENGAGEMENT USING MOBILE TECHNOLOGY? While mobile has reached a critical mass from a consumer perspective, within the enterprise, varying levels of maturity and ROI have been achieved. Guidance is needed to help organizations build impactful business workflows, applications, and experiences that meet the needs of their users. Companies must shift from “desktop-first” to “mobile- first” enterprises. Taking advantage of all the opportunities mobile brings requires a collaborative, organization-wide approach, paired with a robust mobile strategy. In this guide, we discuss best practices and the six critical features of an effective mobile business strategy to help you deliver successful mobile initiatives across your organization. Building and delivering great mobile experiences will be the beating heart of your customer engagement strategy over the next 10 years. 84% 90% “ welcome OF CIOS RANK MOBILE AS THEIR TOP Strategy FOR COMPETITIVE DIFFERENTIATION. of enterprise apps will be both desktop and mobile. - Forrester Research, 2013 2 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  4. 4. KEY QUESTIONS • What are the discrete moments of engagement we would like to improve? • Where can the unique capabilities of mobile devices be used to make customer experiences and business processes better? • What can be learned from parallel industries and competitors? The key driver of any mobile strategy starts with identifying the moments that support business-level goals, and that can be tied to business impact. While it’s easy to skip this stage and head straight down the architecture or device path, taking a good look at the key business processes and interactions between your employees, partners, and customers is critical to achieving impactful mobile initiatives. FOCUS ON PROCESSES One of the easiest ways to identify the moments of value within your processes is by putting yourself in your customers’ and employees’ shoes. Physically spending time with your employees as they go about their daily tasks will help you identify the barriers and gaps in their process. Ask yourself: • How do field reps document customer meetings? • How do service agents map their daily routes and receive notifications around a schedule change? DISTILL MOMENTS OF VALUE No matter how you find your use cases, be specific in your discovery and recommendations. Break down your workflows into a series of moments and pin point the points-in-time that need to be improved. For example: • When an unhappy customer visits your website from a mobile device. • When your sales rep needs to look up customer details but doesn’t have internet connectivity. FOLLOW THE ROI Once you have identified your specific uses cases and moments, prioritize initiatives where there will be immediate and measurable gains will be made. Additionally, attach these initiatives to your company’s business goals and be sure to establish metrics to measure success. Identify Business Driven Use-Cases COMPANIES WHO SUPPORT SALES MOBILITY SEE A 20% INCREASE IN QUOTA ATTAINMENT, CUSTOMER RETENTION & FORECAST ACCURACY. No.1 4 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  5. 5. Great mobile initiatives are only as good as the data behind them. Enabling all of your employees, partners, and customers with accurate and relevant data should be the backbone of your mobile strategy. Data is one of today’s hottest topics, across almost all business functions — and something organizations of all sizes and industries struggle with. Reducing bad data, data security and compliance, as well as integrating with many different systems are some of the main topics to consider when building out your mobile strategy. While data is a complex challenge to solve, it is the very thing that makes mobile so powerful. Achieving a single and accurate view of your customers and the ability to deliver relevant and actionable data from many systems to your employees and customers can differentiate your business and customer experience. SUCCESS TIP Don’t let data quality put your mobile vision on hold. Let strong business use cases justify your data projects. Data is a shared responsibility across departments. Adopt a “crawl, walk, run” approach to get your data under control. Then implement a company-wide data governance and maintenance strategy to ensure that there is a free flow of customer data, and that only complete and accurate data enters your systems. UNLEASH YOUR DATA KEY QUESTIONS • What data sources will our apps connect to? • Where is the data stored, and do we have access to it? • What is the state of our data? (availability, quality, accuracy) • Are there additional opportunities to capture real-time information about our customers’ preferences or behavior? OF SALESPEOPLE BELIEVE IT IS CRUCIAL TO ACCESS REAL-TIME DATA ABOUT THEIR CUSTOMERS ON THEIR MOBILE DEVICES. 71% No.2 5 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  6. 6. Situated in a highly competitive market, a global pharmaceutical company wanted to improve its relationship with healthcare providers. Bluewolf built a native iPad application, which improved quality of customer interactions, increased loyalty, and maximized the efficiency of our customers on-the-go workforce. POWERFUL ANALYTICS IN THE PALM OF YOUR HAND What if your sales team knew exactly who to visit next? By combining analytics, GPS, and the company’s customer relationship management (CRM) data, Bluewolf helped put powerful analytics in the hands of users. Helping reps make better- informed decisions on who to visit, when to visit, and what to offer. DIGITAL RELATIONSHIPS Feedback gathered by reps at all stages of the buying cycle furnishes a richer knowledge base of customers’ needs and preferences, resulting in greater forecasting accuracy and the ability of the organization to make better decisions for future scientific innovation. MOVING BUSINESS FORWARD ANYTIME, ANYWHERE. More than a record viewer and tool for task management, the iPad app is custom designed for the use cases and internal processes specific to the business. Offline capability allows reps to access the information they need to move business forward anytime and anywhere. TAKEAWAY Remember, data must be relevant and actionable. It’s one thing to make data available; but to deliver value, it must be put into the path of your users’ work so they can act on it. What analytics or report data could you put into the hands of your customers and employees to increase the quality of experience? healthcare industry Spotlight 6 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  7. 7. Having established a process for figuring out the right use cases and unleashing your data, now it’s time to decide the best way to implement your mobile vision. In a recent survey by The Economist, 54% of global executives interviewed stated that “mobile apps are critical.” However, only 26% actually have apps deployed. This “app gap” reinforces the notion that delivering mobile initiatives is not easy. A comprehensive mobile delivery strategy is made up of multiple experiences for users — from off-the- shelf apps like Evernote, to configurable apps like Salesforce1, to completely custom efforts. As your mobile business strategy matures over time, expect to have dozens of applications from all different departments. If your company hasn’t already, take the time to develop company-wide tenets around the primary components of mobile IT strategy (Devices, Apps, Data, Resources). These guidelines for mobile delivery will serve as your decision-making framework for every mobile initiative. As requests for mobile apps are made, you’ll have a guidepost for requirements gathering and a consistent implementation methodology for delivering engaging mobile experiences to your users across your organization. Establish Tenets of Mobile Delivery KEY QUESTIONS • Is there a corporate device policy at our organization? • Is there an existing reference point in the native-versus-hybrid architecture debate? • Will we develop ourselves, buy apps or work with a partner? • How will apps be deployed & managed? No.3 IF YOUR COMPANY HASN’T ALREADY, TAKE THE TIME TO DEVELOP COMPANY-WIDE GUIDELINES AROUND THE PRIMARY COMPONENTS OF MOBILE IT STRATEGY MOBILE IT STRATEGY 7 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  8. 8. Build the application to run over the internet from a central server, accessible by any device with a web browser. Build the application once using a cross- platform framework and run it on multiple mobile platforms. The app is also downloaded from an app store and resides on the device. Native apps are specific to the device and operating system. The app is downloaded from a public or private app store and resides on the device. USECASEREQUIREMENTS Browsing, less interactive functionality Simple tasks and workflows High user experience, complex workflow functionality Many device types Many device types Low device complexity (e.g., physicians with iPads) Little to no mobile specific expertise required Moderate mobile expertise required Advanced mobile expertise required Online only Online/Offline usage Offline-first OVERVIEW Mobile Web Apps Native AppsHybrid Apps Mobile Architecture deciding the best Architecture for Your Use Case Offline and offline-first development are especially relevant within certain industries (ie: Healthcare) and global roll-outs where internet can be spotty or non-existent. 8 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  9. 9. Poor design choices are never more swiftly punished than in the mobile context. Not only do you have limited real estate; mobile users tend to be time poor and task oriented, making every pixel, every function, and every design decision count. Too often people assume that UX design is merely a supplementary feature to “woo” their clients, peers, and colleagues. For mobile, design is how the app works. That’s why “smart” UX Is more about data and less about design. The focus of an UX design team should be to gather analytics and information to make informed design and usability decisions. While you may be able to get away with poor design in a desktop experience, when you cut corners in UX, the end results are staggeringly beautiful application designs with poor usability and adoption. Good mobile design makes information clearer to understand, and data easier to consume. Great design is driven by user research and analytics — providing real value and creating evangelists. Neither can be achieved without doing the heavy lifting up front: gathering and analyzing data. Invest in User Experience Design KEY QUESTIONS • Who are our end users? • What task(s) are they trying to accomplish? • How often will they use the app? No.4 MOBILE DESIGN MAKES INFORMATION CLEARER TO UNDERSTAND AND DATA EASIER TO CONSUME. GREAT DESIGN IS DRIVEN BY USER RESEARCH AND ANALYTICS. 9 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  10. 10. User patterns and behavior, stakeholder expectations, current pain points, and company vision must all be understood before a new design can be considered. Here are the three main workstreams of great UX design: ‡‡ Review current, desired, and future states of the project. ‡‡ Discover usability problems in existing user interfaces in accordance with established usability principles. ‡‡ Analyze competitor, stakeholder, and user/ customer research that outlines good (or not so good) practices in the field. ‡‡ Develop focused, concise user models, grouped by similar behavioral patterns. ‡‡ Decide on design direction focused on the desired results, outlining business, branding, styling needs. ‡‡ Establish an extensive guide (for developers) outlining style guidelines, including color palette, typography, image styles, and logo usage. ‡‡ Create mockups or developer-ready designs of the final product. Process Spotlight 1. USER EXPERIENCE RESEARCH ‡‡ Build a structural categorization of content to generate approaches/solutions for user journeys, actions, and navigation. ‡‡ Create wireframes of page layouts and content, including elements and navigational systems, and how they work together. ‡‡ Evaluate and validate research and architecture of mobile experiences by testing it on users. ‡‡ Produce a functional spec document in collaboration with a technical architect (TA), including wireframes and detailed notes about all functionality. 2. INFORMATION ARCHITECTURE 3. DESIGN STRATEGY 10 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  11. 11. Usage metrics deliver insight into user activity. Go beyond login rates and crash reports. More advanced metrics such as frequency, activity type, and context in which the app is being used will give you better understanding of adoption. This type of feedback gives you qualitative insight into user errors, ideas for future functionality, and satisfaction with your app. Combined with quantitative feedback, it can indicate how users are accepting the app. These tie back to your original use case and success metrics. Benchmark your current state pre-launch and continue to track and compare your business and customer engagement metrics. Application launch is just the beginning of your journey. User acceptance and relevant metrics are key to ensuring that all of your mobile initiatives continue to bring value to your users and your business. Track Quantitative metrics SUCH AS sales figures and productivity numbers, As well as qualitative results SUCH AS customer and employee Reviews Intuitive UX goes a long way, but after your application goes live, you will need to effectively manage change, determine release priority and cadence, and ensure quality. Knowing how to do that starts with knowing where you are. After apps launch, you’ll not only have measurable results, but metrics that justify further releases and future apps. Business KPIs User feedback Usage metrics Analyze and Measure KEY QUESTIONS • How will we determine initiative success? • What types of quantitative and qualitative feedback can be gathered to inform future releases? • How will we continue to determine the effectiveness on an ongoing basis? TOP THREE METRICS FOR MOBILE No.5 11 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  12. 12. With constant change in devices, operating systems, and applications comes a change in user expectations. Users expect frequent updates and iterations of the tools that they use to meet and engage customers. Additionally, as your business changes, new mobile technology is released, and market pressures increase, you need a plan to bring continued innovation to your users. The components of mobile business strategy discussed above, business-driven use cases, unleashed data, user experience design, and success measurement, do not comprise a one-time event. Regularly include feedback from stakeholders at all levels of the organization, as well as partners and customers to ensure that your mobile apps stay ahead of your customers’ and employees’ needs. Mobile engagement initiatives involve the entire organization. To embrace and optimize enterprise mobility, firms are establishing Mobile Centers of Excellence. Providing a constant drumbeat of new ideas, setting priorities, developing business cases, and initiating joint efforts between the leaders of the organization are just some of many benefits. Develop an Innovation Plan KEY QUESTIONS • How will we manage and prioritize ongoing development and releases? • Who will be responsible for making changes and developing new versions? • What will our release, or innovation cadence be? ESTABLISH A BOARD OF MOBILE INNOVATION ADVISORS EMBRACE CONTINUOUS INNOVATION No.6 USERS EXPECT FREQUENT UPDATES OF THE MOBILE APPS THEY USE IN ORDER TO MEET AND ENGAGE CUSTOMERS ANYTIME, ANYWHERE. 12 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  13. 13. HOW DO I MANAGE THE INFLUX OF CHANGE? Change and innovation comes from everywhere. While qualitative and quantitative feedback from users is crucial, also consider market pressures, competitive analysis, and change in mobile technology to fuel additional use-cases. HOW DO I DETERMINE WHAT INITIATIVES TO WORK ON? A prioritization model based on your organizations strategic initiatives is a simple yet powerful tool to ensure that you deliver mobile initiatives that will drive the most value in the least amount of time. WHAT IS MY INNOVATION CADENCE? Establishing a release / innovation cadence for every mobile initiative, and your mobile business strategy overall, will ensure sustained adoption and successful engagement over time. Q1 Q2 Q3 Q4 SHIFTING INITIATIVES USER DEMANDS NEW RELEASES MARKET PRESSURES EMERGING TECHNOLOGY BUSINESS VALUE High complexity Low value High complexity High value Low complexity Low value Low complexity High value 1 23 23 4COMPLEXITY Framework for CONTINUOUS innovation How to implement change and innovate your mobile experience as fast as users can absorb. 13 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  14. 14. Mobile computing is transforming how customers and employees interact with your business. Both expect increasingly innovative and seamless experiences on the device of their choice. Mobile adoption is maturing, presenting new opportunities for your organization to innovate business process, get an edge on the competition, and produce bottom-line results. Both cloud and mobile technologies require a new business-consulting approach. Bluewolf will work with you to transform your ability to engage customers, and to deliver ongoing innovation at the pace of your business and market change. LET’S GET STARTED OFFERS REQUEST A COPY OF THE BLUEWOLF MOBILE LOOKBOOK BOOK A MEETING ON MOBILE BUSINESS STRATEGY 14 | BLUEWOLF GUIDE TO MOBILE ENGAGEMENT
  15. 15. YOUR GLOBAL CONSULTING PARTNER STRATEGY IMPLEMENTATION TRAINING INNOVATION NEW YORK SAN FRANCISCO ATLANTA BOSTON CHICAGO DENVER LONDON PARIS SYDNEY MELBOURNE MOBILE BUSINESS STRATEGY Work with Bluewolf to reimagine your core business processes “mobile-first” and discover new opportunities for engagement, growth, and productivity. MOBILE APPLICATION DEVELOPMENT Take advantage of the inherent form factors and capabilities unique to mobile. Whether native, hybrid, or web, we’ll help you quickly deliver purpose-driven, secure mobile applications that drive business results. UI/UX Reward and engage your employees, partners, and customers with intuitively designed apps that are easy to use and embrace. MOBILE FRAMEWORKS FOR SALESFORCE Deliver secure custom Salesforce mobile apps quickly with Bluewolf’s mobile application frameworks for iPad and iPhone. OUR CUSTOMERS BLUEWOLF MOBILE PRACTICE SOURCES “Moving from the back office to the front lines.” IBM Institute of business value. October 2013 “Gartner Predicts: Four Forces Combine to Transform the IT Landscape.” Gartner. 2012 “Wanted: Mobile Engagement Providers.” Forrester Research. August 2013. “Capitalizing on Complexity: Insights from the Global Chief Executive Officer Study.” IBM. 2010. “Customer Engagement - What’s Your Engagement Ratio?” Gallup. 2009 “Mobile Metrix 2.0.” comScore. March 2012 “State of Salesforce.” Bluewolf. 2013-2014 “Sales Mobility: Quotas Untethered.” Aberdeen Group. 2010 “Visual Networking Index: Global Mobile Data Traffic Forecast Update” Cisco 2013–2018 “Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update” Cisco. 2013–2018 “Forecast: Mobile App Stores, Worldwide, 2013 Update.” Gartner. 2013. “Visual Networking Index (VNI) Global Mobile Data Traffic Forecast Update.” Cisco 2014 “The rise of the Customer Led Economy” The Economist, Intelligence Unit. 2013 © 2014. All rights reserved by bluewolf